Research into consumer acceptance of alternative proteins reveals nearly a third of Americans believe fake meat products are simply incomparable to real meat.
That’s the take-away from a survey of nearly 32,000 Americans by Piplsay Market Research, who released their report during the Consumer Technology Association’s annual CES show earlier this month in Las Vegas.
Piplsay’s study found 53% of Americans, mostly millennials, have tried fake meat just out of curiosity, but just 12% of those surveyed said they eat fake meat quite often.
Fewer than 1 in 3 consumers consider fake meats healthy and environmentally friendly. Nearly half of those surveyed believe alternative proteins are highly processed and can’t compare to real meat.
However, the study found a distinct difference in opinion by age group as 16% of millennials said they eat fake meat regularly, while only 8% of baby boomers say they do so. And about a quarter of millennials who eat fake meats say they do so for environmental reasons, the highest among age groups.
More than 50% of baby boomers say they have no interest in trying fake meats – the highest among age groups. Thirty percent of men believe fake meat is healthy and eco-friendly, while only 25% of women share those same views.